By Pamela Fierro, Founder, Owner and Lead Advisor, Coastwise Travel
The short version: Explora Journeys, the ultra-luxury ocean brand owned by MSC Group, has signed a letter of intent with Dutch shipbuilder Den Breejen Shipyard to build its first European river ships. Sales are expected to open in 2027. Ship sizes, rivers, and launch dates have not been announced. If you’re planning a river cruise for 2027, my advice is not to wait: the top suites on established luxury lines are selling now.
This week brought some of the most interesting river cruise news I’ve seen in a while. Explora Journeys, the ultra-luxury ocean line owned by MSC Group, announced that it’s moving onto Europe’s rivers. The line has signed a letter of intent with Dutch shipbuilder Den Breejen Shipyard to construct its first river ships, with bookings expected to open in 2027.
As someone who helps travelers plan European river cruises every day, here’s my take on why this matters, and what it does and doesn’t change for anyone dreaming of the Danube, Rhine or Seine.
River cruising has officially become the place to be
When I talk with clients about river cruises, I often describe them as the best way to see the heart of Europe while unpacking only once. Clearly, the big cruise companies agree. Explora is now the second major ocean brand to jump in, following Celebrity, which is bridging over from ocean cruising with a promise to build 20 river ships in the coming years. The demand behind these moves is real: according to the trade group IG RiverCruise, the market numbered 386 ships in Europe in 2025, with a total of 1.49 million passengers, with Germany and the United States as the largest source markets.
For travelers, more competition at the luxury end usually means one thing: better experiences. Established river lines will be working hard to stay ahead, and newcomers will be working hard to earn your trust.
What we know, and what we don’t yet
It’s important to read this announcement carefully. A letter of intent is a significant step, but it isn’t a finished ship. Explora hasn’t yet said how many vessels it plans, which rivers they’ll sail, what the ships will look like, or when the first guests will board. Those details matter a great deal on the river, where some waterways have length and height restrictions, while others support larger ships. A ship’s size shapes everything — from the cabin layout to the number of passengers on board, to which charming small towns it can actually reach, and how the cruise line can adapt when weather disrupts navigation of the rivers.
What we can expect is a strong focus on service and design. The Geneva-based line says it wants to bring its European hospitality and design to Europe’s most iconic rivers, and there’s no doubt that their ocean guests are becoming loyal fans.
My advice if you’re planning a river cruise
If you’ve been thinking about a European river cruise in 2027, please don’t put your plans on hold waiting for Explora. Sales won’t open until sometime in 2027; the actual departures will come later. Meanwhile, the lines with years of river experience, including Avalon, Tauck, AmaWaterways, Uniworld, Viking, Scenic and others, offer wonderful itineraries that are available right now, and the best cabins and most popular dates (think Christmas markets and tulip season) book up early. Celebrity Cruises — well known
If you’re already an Explora fan from their ocean ships, or you’re simply curious about a new luxury option, let me know. I’ll be following every update, and I’m happy to keep you on my list so you hear about ships, itineraries and early booking opportunities as soon as they’re announced. Subscribe to our weekly newsletter The Pampered Passport™ where we share our best travel tips and insights.
Frequently asked questions
When can I book an Explora Journeys river cruise?
Explora says sales will open in 2027. Exact dates, ships and itineraries haven’t been announced as of September 2026. A travel advisor can add you to a priority list so you hear about openings early.
Which rivers will Explora Journeys sail?
Explora hasn’t named specific rivers yet. It has only said it plans to sail Europe’s most iconic rivers. The Rhine, Danube, Seine, Rhône and Douro are the most established luxury river routes.
Should I wait for Explora or book an existing luxury river line?
If you want to sail in 2027, book an established line now. Explora’s departures will likely come after its 2027 sales opening, and the best suites on existing luxury lines sell out early.
Which cruise lines are entering river cruising?
Celebrity River Cruises begins sailing in 2027 and plans 20 ships by 2031. The 2027 sailings sold out in 6 minutes when bookings opened in up late 2025. Explora Journeys has signed a letter of intent for its first river ships, with sales expected to open in 2027. Century Cruises, a long-standing player on Chian’s Yangtze River, is expanding into Europe, debuting the Century Star in fall 2026. And Trafalgar, well known for land tours, launched river cruises on the Rhine and Danube rivers in 2026.
Is a river cruise worth it for busy professionals?
Often, yes. You unpack once, dock in the heart of historic cities, and see several countries in a week, with no long sea days. A luxury line with inclusive pricing also means very little planning and less decision fatigue once you’re on board.
Why working with an advisor matters more than ever
With more choices on the river than ever before, the “right” river cruise isn’t just about the brand name. It’s about the river, the season, the ship’s size, what’s included, the pace of the shore excursions, and how all of it aligns with the way you like to travel. That’s exactly how I help my clients at Coastwise Travel. Having an advocate means that you have someone in your corner with intimate knowledge of river cruising. I’m an ASTA Verified Travel Advisor, an award-winning agency owner, and a Certified Travel Agent through the Travel Institute. I’ve attended the ASTA River Cruise Expo, the industry’s leading trade event, giving unprecendented access to all the ships, the cruise line’s executives, exclusive promotions, and destination insight.
Ready to start planning your river cruise, or want to be first to know when Explora opens bookings? You’ll find my contact information and social media on my website at www.coastwisetravel.com or reach out my email to pamela@coastwisetravel.com.
— Pamela Fierro, Coastwise Travel
